Top-rated Vitamin and Supplement Brands and Merchants for 2026 Based on Consumer Satisfaction

-- Results of the ConsumerLab.com Survey of Vitamin & Supplement Users --

White Plains, New York, February 25, 2026 — Each year, ConsumerLab.com surveys its free e-newsletter subscribers about the vitamins and supplements that they use. The results below are based on over 8,850 responses collected in November/December 2025. Respondents gave ratings of hundreds of brands and merchants of which 188 brands and 35 merchants each received at least 90 consumer ratings. Among these popular brands and merchants, those receiving the highest rating on overall consumer satisfaction within their specific market segment are listed below.

Note: These ratings are based on consumer research and not on ConsumerLab’s independent tests and reviews of products.

Top-rated Supplement Brands on Overall Consumer Satisfaction

By Sales Channel:

• Catalog/Internet Brand: Life Extension
• Direct Selling (MLM) Brand: Doterra
• Discount/Warehouse Brand: Kirkland (Costco)
• Food/Drug/Mass -- Broad Product Line: Nature Made
• Food/Drug/Mass -- Narrow Product Line: HPF Cholestene
• Grocery Store Brand: Trader Joe's
• Healthcare Practitioner Brand: Xymogen
• Health Food Store Brand: Mountain Rose Herbs
• Pharmacy Brand: CVS
• Vitamin Store Brand: Vitamin Shoppe

By Type of Supplement:

• Apple Cider Vinegar: Bragg
• B Vitamins: Kirkland (Costco)
• Bone Health: Kirkland (Costco)
• Collagen: Vital Proteins
• CoQ10: Life Extension
• Curcumin/Turmeric: Kirkland (Costco)
• Fiber: Organic India
• Joint Health: Kirkland (Costco)
• Magnesium: Pure Encapsulation
• Melatonin: Natrol
• Multivitamin: Life Extension
• Omega-3s: Kirkland (Costco)
• Probiotic: Florastor
• Protein Powder: Nutricost
• Vitamin C: Kirkland (Costco)
• Vitamin D: Kirkland (Costco)

By Supplement Focus:

• Mushrooms: Real MushroomsTop-rated Supplement

Top-rated Supplement Merchants on Overall Consumer Satisfaction

By Sales Channel:

• Catalog/Internet: Life Extension
• Grocery Store: Trader Joe’s
• Mass Market: Walmart
• Online Multi-Category Retailer: Amazon.com
• Online Supplement Retailer: iHerb
• Pharmacy: Local Pharmacies
• Practitioner Line Merchant: Healthcare Practitioner Offices
• Vitamin Store: The Vitamin Shoppe
• Warehouse Store: Costco

The comprehensive, 150+ page ConsumerLab.com 2026 Survey of Vitamin and Supplement Users Report analyzes and compares consumers' satisfaction with popular brands of supplements and supplement merchants. The report also examines the use of over 200 specific types of supplements and nutritional products. Results are analyzed by respondent age, gender, and level of supplement use. The report is available for purchase. It is not part of a ConsumerLab.com membership. Custom analyses are also available. For more information or to purchase the report, go to https://www.consumerlab.com/reports/CLSurveyBrochure2026.pdf or contact Lisa Sabin, Vice President for Business Development, at [email protected].

Brands analyzed in report:

21st Century, Advanced Bionutritionals, AlgaeCal, Align, Alive! by Nature’s Way, Allergy Research Group, Amazing Formulas, Amazing Grass, Amazon Basics, Ancestral Supplements, Ancient Nutrition (Dr. Axe), Andrew Lessman (ProCaps) Anthony’s, Arthur Andrew Medical, Azo, Balance of Nature, Banyan Botanicals, Barlean's, Bausch & Lomb, Bayer, Besha, Best Naturals, BioAstin (Nutrex Hawaii), BioGaia, BIOptimizers, Biotics Research, Bluebonnet, BodyBio, Bragg, Bronson Labs, Bulk Supplements, Bulletproof, California Gold Nutrition, Caltrate, Carlson, Carlyle, Centrum, Citracal, Citrucel, CocoaVia, Codeage, Cold-Eeze, Cosequin, Country Life, Culturelle, CVS, Designs for Health, Deva, Doctor's Best, Doterra, Double Wood, Douglas Laboratories, Dr. Berg, Dr. Mercola, Emergen-C, Enzymatic Therapy, Enzymedica, Equate (Walmart), Ester-C, Fatty15, Florastor, Four Sigmatic, Frontier Co-Op, Fullscript, Gaia Herbs, Garden of Life, GNC, Great Lakes Wellness, Gundry MD, Healthy Origins, Herb Pharm, Himalaya Herbal Healthcare, Honest Co, Horbaach, Host Defense, HPF Cholestene, InnovixLabs, Integrative Therapeutics, Isopure, Jamieson (Canada), Jarrow, KAL, Kirkland (Costco), Klaire Labs, Kroger, Kyolic, Life Extension, Liquid IV, LMNT, MaryRuth’s, MegaFood, MegaRed, Member’s Mark (Sam’s Club), Metagenics, Metamucil, Micro Ingredients, Microbiome Labs, Milk Bone, Momentous, Mountain Rose Herbs, MRM (Metabolic Response Modifers), Naked, Native Path, Natrol, Natural Factors (Canada), Natural Factors (U.S.), Natural Grocers, Nature Made, Nature's Bounty, Nature's Plus, Nature’s Valley (Savon), Naturelo, Nature's Way, Navitas, New Chapter, Nootropics Depot, Nordic Naturals, NOW, Nutiva, Nutrafol, Nutramax, Nutricost, Nuun, Olly, OM Mushroom Superfood, One A Day, Optimum Nutrition, Oregon’s Wild Harvest, Orgain, Organic India, Ortho Molecular, Osteo Bi-Flex, Paleovalley, Pendulum, Physician’s Choice, Piping Rock, Premier Protein, PreserVision, Pure Encapsulations, Purina, Puritan's Pride, Quest, Quicksilver Scientific, Qunol, Real Mushrooms, Renew Life, Roots2 (Vitacost), Sambucol, Schiff, Seed Probiotic, Seeking Health, Solaray, Solgar, Source Naturals, Sparkle Wellness, Spectrum, Sports Research, Spring Valley (Walmart), Sprouts, Standard Process, Sunwarrior, Swanson, Synergy (Vitacost), Terrasoul, Terry Naturally (Euro Pharma), Thorne Research, Trace Minerals, Trader Joe's, Tru Niagen, TruNature (Costco), Truvani, Twinlab, Up & Up (Target), Visbiome, Vitacost, Vitafusion, Vital Nutrients, Vital Proteins, Vitamin Shoppe, Viteyes, Viva Naturals, Walgreens, Webber Naturals (Canada), Whole Foods/365, Xymogen, Yerba Prima, Young Living, Youtheory and Zazzee.

Merchants analyzed in report:

Amazon, BJ’s, Bulk Supplements, Chewy, CocoaVia, Costco, CVS, Fullscript, Garden of Life, GNC, Gundry, MD, Healthcare Practitioner's Office, iHerb, Kroger, Life Extension, Local Health Food Store, Local Pharmacy, Local Supermarket, Mercola, Mountain Rose Herbs, Natural Grocers, Nordic Naturals, Pure Encapsulations, Puritan's Pride, Sam's Club, Sprouts Farmer's Market, Swanson, Target, Thorne Research, Trader Joe's, Vitacost, Vitamin Shoppe, Walgreens, Walmart and Whole Foods.

Founded in 1999, ConsumerLab.com is a leading provider of consumer information and independent evaluations of products that affect health and nutrition. Membership to ConsumerLab.com is available online and provides immediate access to continually updated reviews of nearly every popular type of dietary supplement and health food, answers to reader questions, and product recalls and warnings. ConsumerLab also provides independent product testing through its voluntary Quality Certification Program. The company is privately held and based in New York. It has no ownership from, or interest in, companies that manufacture, distribute, or sell consumer products.

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